Table of Contents
Home Care in the US - Industry Overview
EXECUTIVE SUMMARY
Uncertain economic future impedes growth
Convenience remains a driver of growth
Companies cater to exacting consumers
Consumers shift to dollar stores
Innovation should propel growth
KEY TRENDS AND DEVELOPMENTS
Slow economic recovery sees consumers become more price-conscious
Specialty green companies see gains
Innovation continues to focus on convenience
Co-branding increases across categories
Scents expand their role in home care
MARKET INDICATORS
Table 1 Households 2006-2011
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2006-2011
Table 3 Sales of Home Care by Category: % Value Growth 2006-2011
Table 4 Home Care Company Shares 2007-2011
Table 5 Home Care Brand Shares 2008-2011
Table 6 Penetration of Private Label by Category 2006-2011
Table 7 Sales of Home Care by Distribution Format: % Analysis 2006-2011
Table 8 Sales of Home Care by Category and Distribution Format: % Analysis 2011
Table 9 Forecast Sales of Home Care by Category: Value 2011-2016
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2011-2016
DEFINITIONS
SOURCES
Summary 1 Research Sources
Home Care in the US - Company Profiles
Church & Dwight Co Inc in Home Care (USA)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Church & Dwight Co Inc: Competitive Position 2011
Clorox Co, The in Home Care (USA)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 The Clorox Co: Competitive Position 2011
Method Products Inc in Home Care (USA)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Method Products Inc: Competitive Position 2011
Phoenix Brands LLC in Home Care (USA)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Phoenix Brands LLC: Competitive Position 2011
Procter & Gamble Co, The in Home Care (USA)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Procter & Gamble Co, The: Competitive Position 2011
Reckitt Benckiser Inc in Home Care (USA)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Reckitt Benckiser Inc: Competitive Position 2011
SC Johnson & Son Inc in Home Care (USA)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 18 SC Johnson & Son Inc: Competitive Position 2011
Seventh Generation Inc in Home Care (USA)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 20 Seventh Generation Inc: Competitive Position 2011
Sun Products Corp, The in Home Care (USA)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 22 Sun Products Corp, The: Competitive Position 2011
WD-40 Co in Home Care (USA)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 25 WD-40 Co: Competitive Position 2011
Air Care in the US - Category Analysis
HEADLINES
TRENDS
Aesthetic qualities became one of the biggest selling points for air care products in 2011. Despite the US experiencing a slower than anticipated economic recovery, a growing number of consumers opted to purchase more expensive and aesthetically pleasing air care devices, such as Febreze Set & Refresh and Wallflowers plug in air freshener. These products allowed users to receive the air freshening qualities that they desired, without the generally unpleasant stylistic qualities that are traditionally associated with conventional air care devices.
COMPETITIVE LANDSCAPE
Growth in liquid air fresheners in 2011 was led by Febreze Set & Refresh with a sales increase of 88% to reach US$15 million. Febreze Set & Refresh, which launched in August 2010, uses scented oil slowly released through a membrane to diffuse fragrance and is held in a simple, yet visually pleasing, case. The product was marketed as being attractive and capable of enhancing the scent of a home for longer than other non-electric scent diffusers.
PROSPECTS
Over the forecast period, air care products will increasingly become divided into two areas. One area will be decorative based air care, which will target high income consumers, who desire products that fit the style of their household interior. These products will be very stylish and come in a variety of unique scents. The other area of focus for air care will be geared towards more price-conscious consumers.
Scented candles
Table 11 Total Candles Market Size 2008-2013
Table 12 Total Candles Brand Rankings 2009-2011
CATEGORY DATA
Table 13 Sales of Air Care by Category: Value 2006-2011
Table 14 Sales of Air Care by Category: % Value Growth 2006-2011
Table 15 Battery Operated vs Plug-in Electric Air Fresheners: % Value Breakdown 2008-2011
Table 16 Air Care Fragrances Rankings by Value 2006-2011
Table 17 Air Care Company Shares 2007-2011
Table 18 Air Care Brand Shares 2008-2011
Table 19 Forecast Sales of Air Care by Category: Value 2011-2016
Table 20 Forecast Sales of Air Care by Category: % Value Growth 2011-2016
Bleach in the US - Category Analysis
HEADLINES
TRENDS
In 2011, bleach continued to fall out of favour with US consumers, as they become increasingly uncomfortable with its usage. Additionally, new product innovations in laundry care, such as Tide Stain Release and OxiClean Power Paks, negatively impacted demand for bleach. These products offer various innovative delivery formats and do not carry the risk of potentially harming fabric colour, a fear that is increasingly associated with chlorine bleach. These factors resulted in bleach seeing a 5% decline in sales to US$564 million in 2011.
COMPETITIVE LANDSCAPE
In 2011, Clorox continued to dominate bleach, in accounting for a retail value sales share of 67%. The company’s established brand recognition allowed it to remain competitive with lower priced private label products. Additionally, the company regularly tried to increase its retail value sales share by innovating within bleach over the review period, such as its release of gel format bleach for use in high efficiency washers.
PROSPECTS
Continued innovations in laundry and surface care, allied to consumers becoming less familiar with bleach usage, are expected to contribute to a further weakening of demand for bleach, which is predicted to see a retail value sales decline of 10% over the forecast period. Younger generations are unlikely to find reasons to use bleach, especially with more convenient and easier-to-use products available, such as impregnated wipes.
CATEGORY DATA
Table 21 Sales of Bleach: Value 2006-2011
Table 22 Sales of Bleach: % Value Growth 2006-2011
Table 23 Bleach Company Shares 2007-2011
Table 24 Bleach Brand Shares 2008-2011
Table 25 Forecast Sales of Bleach: Value 2011-2016
Table 26 Forecast Sales of Bleach: % Value Growth 2011-2016
Dishwashing in the US - Category Analysis
HEADLINES
TRENDS
Competition within automatic dishwashing detergent became even fiercer in 2011, due to the introduction of new regulations. In July 2010, laws came into effect in 16 states that substantially lowered the amount of phosphate allowed in automatic dishwashing detergents. This forced many companies to reformulate their products, in order to comply with the new regulations. With reduced levels of phosphate, many consumers began to notice that their dishes appeared cloudy and less pristine. This further increased migration away from automatic dishwashing powders and liquids to tablets, which, due to additives within their formulations, do not suffer from cloudiness issues. With many consumers migrating to automatic dishwashing tablets, the competition between major tablet manufacturers became more heated than ever.
COMPETITIVE LANDSCAPE
Procter & Gamble continued as the dominate force in dishwashing in 2011, in accounting for a retail value sales share of 55%. Procter & Gamble’s Cascade remained the leading brand in automatic dishwashing in 2011, as it maintained its leadership in automatic dishwashing tablets, liquids, and powders. Procter & Gamble also remained the leading player in hand dishwashing, with leading brands like Dawn, Joy and Ivory. Furthermore, the company launched the Gain brand in hand dishwashing in 2010. Gain recorded substantial retail value sales growth of 154% to US$40 million in 2011 and, in so doing, became Procter & Gamble’s second leading brand in hand dishwashing.
PROSPECTS
Automatic dishwashing tablets is expected to continue to gain retail value sales share in automatic dishwashing over the forecast period, with strong retail value sales growth of 37% predicted. However, these gains will continue to come largely at the expense of automatic dishwashing liquids and powders. Additionally, new dishwasher users are likely be swayed towards tablets, due to their ease of use and assurances of quality. This is likely to result in more intense completion over the forecast period. It is expected that continuous innovation, as well as price competition, will be seen, as tablet manufacturers vie for the attention of new and existing dishwasher owners.
CATEGORY INDICATORS
Table 27 Household Possession of Dishwashers 2006-2011
CATEGORY DATA
Table 28 Sales of Dishwashing by Category: Value 2006-2011
Table 29 Sales of Dishwashing by Category: % Value Growth 2006-2011
Table 30 Dishwashing Company Shares 2007-2011
Table 31 Dishwashing Brand Shares 2008-2011
Table 32 Forecast Sales of Dishwashing by Category: Value 2011-2016
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2011-2016
Home Insecticides in the US - Category Analysis
HEADLINES
TRENDS
Home insecticides saw sales growth of 1% in 2011 to reach US$514 million. This was driven by the increased incidence of bed bug infestations. Bed bugs, which are notoriously easy to become infested with and incredibly difficult to remove, gained widespread media attention in 2011, due to the growth in population seen over the previous few years. This prompted many consumers to purchase spray/aerosol insecticides, in an attempt to deal with possible infestations.
COMPETITIVE LANDSCAPE
SC Johnson maintained its position as the leading player in home insecticides in 2011 in accounting for a retail value sales share of 44%. The company’s Raid brand continued to lead the category, with a significant presence in insecticide baits and a dominant position in spray/aerosol insecticides. Spectrum Brands, with its Hot Shot, Spectracide, Black Flag and Tat brands, and Dial, with the Combat brand, ranked second and third, respectively, in 2011, accounting for retail value sales shares of 18% and 9%.
PROSPECTS
The performance of insecticides in the future will largely be based on numerous seasonal factors that greatly impact mosquito and other insect populations. Ignoring weather conditions, retail value sales of insecticides are expected to remain flat over the forecast period. This is due to the fact that, while spray/aerosol insecticides is expected to see positive retail value sales growth, its performance will be stymied by increasing pesticide resistance in bed bugs. In addition to this, baits and other insecticides will continue to see retail value sales declines over the forecast period and cancel out the growth achieved by spray/aerosol insecticides.
CATEGORY DATA
Table 34 Sales of Home Insecticides by Category: Value 2006-2011
Table 35 Sales of Home Insecticides by Category: % Value Growth 2006-2011
Table 36 Spray/Aerosol Insecticides by Type: % Value Breakdown 2008-2011
Table 37 Home Insecticides Company Shares 2007-2011
Table 38 Home Insecticides Brand Shares 2008-2011
Table 39 Forecast Sales of Home Insecticides by Category: Value 2011-2016
Table 40 Forecast Sales of Home Insecticides by Category: % Value Growth 2011-2016
Laundry Care in the US - Category Analysis
HEADLINES
TRENDS
In 2011, laundry care was dramatically reshaped, as consumers looked to find value in their purchases. With the US still recovering from the recession and facing a stubborn unemployment rate, many consumers more frequently evaluated their purchasing habits to ensure that they obtained the greatest value-for-money. In numerous categories, such as liquid detergents, this led to them to trade down from premium products, such as Tide, to economy ones, such as Arm & Hammer. In other areas, however, such as stain fighters and fabric softeners, consumers chose newer products with added features, in an attempt to find the greatest value for their various laundry care needs.
COMPETITIVE LANDSCAPE
Despite seeing a retail value sales decline of 3% in 2011, Procter & Gamble maintained its dominant position in laundry care, in accounting for a retail value sales share of 52%, nearly five times higher than its nearest competitor. This commanding overall retail value sales share was spread amongst various product types and brands, including Tide, Gain, Downy, Bounce, Cheer and Febreze, amongst others. The company looked to maintain its somewhat diminishing grip on laundry care through innovation and attempting to appeal to a broader consumer base. Laundry care witnessed a substantial amount of trading down from premium to value priced products by consumers in 2011. As much of Procter and Gamble’s laundry care portfolio consists of premium products, the company was heavily affected by this emerging trend. To combat this, it started to promote its value priced liquid detergent, Era more heavily. Additionally, the company hopes to recapture some consumers through offering added convenience in the upcoming launch of Tide Pods, a liquid detergent tablet.
PROSPECTS
2012 is poised to be one of the most crucial years for laundry care in recent history, with Procter & Gamble, Church & Dwight, Dial and Sun are scheduled to launch their own liquid tablet detergents. Despite the past failures of liquid tablet detergents to gain popularity within the US, these companies are investing fairly significant shelf space and advertising in introducing this new laundry format. In addition to being premeasured, many of these tablets will also contain stain fighters, as well as colour boosters. Since these products will be sold at a higher price than traditional liquid and powder detergents, they are expected to provide a boost to the retail value sales performance of laundry care. Over the forecast period, laundry care is expected to see growth of 1% to reach US$10.1 billion in 2016.
CATEGORY INDICATORS
Table 41 Household Possession of Washing Machines 2006-2011
CATEGORY DATA
Table 42 Sales of Laundry Care by Category: Value 2006-2011
Table 43 Sales of Laundry Care by Category: % Value Growth 2006-2011
Table 44 Sales of Laundry Aids by Category: Value 2006-2011
Table 45 Sales of Laundry Aids by Category: % Value Growth 2006-2011
Table 46 Sales of Laundry Detergents by Category: Value 2006-2011
Table 47 Sales of Laundry Detergents by Category: % Value Growth 2006-2011
Table 48 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2008-2011
Table 49 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2006-2011
Table 50 Laundry Care Company Shares 2007-2011
Table 51 Laundry Care Brand Shares 2008-2011
Table 52 Laundry Aids Company Shares 2007-2011
Table 53 Laundry Aids Brand Shares 2008-2011
Table 54 Laundry Detergents Company Shares 2007-2011
Table 55 Laundry Detergents Brand Shares 2008-2011
Table 56 Forecast Sales of Laundry Care by Category: Value 2011-2016
Table 57 Forecast Sales of Laundry Care by Category: % Value Growth 2011-2016
Polishes in the US - Category Analysis
HEADLINES
TRENDS
Polishes saw a moderate retail value sales decline of 2% in 2011. Shifts in consumer attitudes towards household chores resulted in polishes facing a steady decline in retail volume and value sales over the review period. Consumers became highly apathetic toward rigorous cleaning and the maintenance of household surfaces and increasingly opted for more convenient ways to maintain household surfaces. As traditional polishes lacked many of the convenient qualities that consumers were looking for, they migrated to multipurpose cleaners and cleaning wipes. Additionally, the sluggish recovery of the economy saw many consumers reduce expenditure on relatively non-essential products, such as shoe polish.
COMPETITIVE LANDSCAPE
Kiwi continued as the leading player in polishes in 2011, in accounting for a retail value sales share of 29%. This leading position was based solely on the strength of the company’s position in shoe polish, where it accounted for a retail value sales share of 75%. As the Kiwi brand name is almost synonymous with shoe polish in the US, many retailers choose to stock only the Kiwi brand in their shoe care aisles. In April 2011, Sara Lee finalised its sale of Kiwi to SC Johnson. Kiwi brands current share of the market, if added to SC Johnson’s share in 2011, would constitute a value share of 47%. In addition to selling off its shoe polish business, Sara Lee also sold its wood polishes, Endust and Behold, to Nakoma Products.
PROSPECTS
Over the forecast period, polishes is expected to see a retail value sales decline of 5% to US$429 million in 2016. This will largely be driven by increasing consumer apathy towards work intensive household chores. For the most part, polish products are not seen as convenient and, as a result, consumers will increasingly choose more convenient alternatives, such as wipes or multipurpose cleaners. Although these products normally require more frequent use than polishes, they offer overall ease, simplicity, and the instant cleaning gratification that many consumers desire.
CATEGORY DATA
Table 58 Sales of Polishes by Category: Value 2006-2011
Table 59 Sales of Polishes by Category: % Value Growth 2006-2011
Table 60 Polishes Company Shares 2007-2011
Table 61 Polishes Brand Shares 2008-2011
Table 62 Forecast Sales of Polishes by Category: Value 2011-2016
Table 63 Forecast Sales of Polishes by Category: % Value Growth 2011-2016
Surface Care in the US - Category Analysis
HEADLINES
TRENDS
Niche surface care products saw strong retail value sales growth in 2011, despite the sluggish performance seen by surface care as a whole. Despite the general lack of enthusiasm that consumers displayed towards most home care products, highly specialised brands managed to record significant growth in 2011. Products geared towards cleaning stainless steel, such as descalers and certain abrasive cleaners like Barkeepers’ Friend, performed very well, as consumers who invested in new stainless steel appliances proved willing to invest in their maintenance. Foaming bathroom sprays designed with the aim of making bathroom cleaning easier, such as Kaboom Foamtastic and the recently launched Clorox Foaming Spray, recorded retail value sales growth in 2011, through demonstrating their cleaning abilities in a more visual way. This despite bathroom cleaners as a whole seeing a decline in retail volume and value sales. In addition to products offering specialised functionality, the environmental friendly brands, Method and Mrs Meyers experienced tremendous retail value sales growth within the highly competitive multipurpose cleaners in 2011.
COMPETITIVE LANDSCAPE
Surface care in the US continued to be closely contested by four major players in 2011, namely Clorox, SC Johnson, Reckitt Benckiser, and Procter & Gamble, which together accounted for a retail value sales share of 70%. Clorox, with its Clorox, Pine-Sol, Liquid-Plumr, Tilex, Green Works, Formula 409 and Lestoil brands, maintained its position as the leading player, in accounting for a retail value sales share of 21% in 2011.
PROSPECTS
The future growth of surface care will largely come from the continued development of wipes at the expense of traditional liquid cleaners. Wipes will continue to gain favour with consumers who are increasingly becoming apathetic to the process of cleaning, leading to more frequent impregnated wipe use. The economic recovery over the forecast period will further push consumers to use wipes, as they will be better able to afford to spend extra for the convenience that wipes provide.
CATEGORY DATA
Table 64 Sales of Surface Care by Category: Value 2006-2011
Table 65 Sales of Surface Care by Category: % Value Growth 2006-2011
Table 66 Sales of Household Care Wipes and Floor Cleaning Systems by Category: Value 2006-2011
Table 67 Sales of Household Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2006-2011
Table 68 Surface Care Company Shares 2007-2011
Table 69 Surface Care Brand Shares 2008-2011
Table 70 Household Care Wipes and Floor Cleaning Systems Company Shares 2007-2011
Table 71 Household Care Wipes and Floor Cleaning Systems Brand Shares 2008-2011
Table 72 Forecast Sales of Surface Care by Category: Value 2011-2016
Table 73 Forecast Sales of Surface Care by Category: % Value Growth 2011-2016
Toilet Care in the US - Category Analysis
HEADLINES
TRENDS
Toilet care continued to see poor performance in 2011, with retail value sales declining by 1%, as sluggish economic recovery led many consumers to reduce their spending. During difficult economic times, consumers often view toilet care products as luxuries they can cut back on or eliminate entirely. With unemployment rates remaining at stubbornly high levels in 2011, consumers largely continued to reduce their spending on toilet care products.
COMPETITIVE LANDSCAPE
Clorox maintained its position as the leading player in toilet care in 2011, in accounting for a retail value sales share of 33%. The company remained the leading player in both in-cistern devices and toilet cleaning systems and the second leading player in toilet liquids. In 2011, the company was able to stimulate growth in toilet liquids, with the launch of a gel version of Clorox Toilet Bowl Cleaners. However, this growth was offset by the company’s Green Works brand seeing an ongoing retail value sales decline, which ensured that overall the company’s retail value sales stagnated.
PROSPECTS
The effects of the recession are expected to continue to negatively impact the outlook for toilet care over the forecast period. Toilet care is a relatively niche category that many consumers drifted away from during the recession, and are likely to be slow to return. Although income levels are predicted to rise over the forecast period, consumers are still very unlikely to become enthusiastic about cleaning, and will opt for cheap or easy-to-use toilet care products. Additionally, many consumers will continue to migrate to dollar stores, which will place downward pressure on the average unit price and retail value sales.
CATEGORY DATA
Table 74 Sales of Toilet Care by Category: Value 2006-2011
Table 75 Sales of Toilet Care by Category: % Value Growth 2006-2011
Table 76 Toilet Care Company Shares 2007-2011
Table 77 Toilet Care Brand Shares 2008-2011
Table 78 Forecast Sales of Toilet Care by Category: Value 2011-2016
Table 79 Forecast Sales of Toilet Care by Category: % Value Growth 2011-2016